There are many different types of channel strategy to consider depending on the kind of business that you run, and the customers you need to serve. One of the first decisions you’ll need to make is whether you’re a Business-to-Business(B2B) or Business-to-Consumer(B2C).

B2B brands typically use a “direct” or “indirect” sales channel strategy to build revenue. Direct sales are the most straightforward approach because they allow the vendor to sell to the customer directly. On the other hand, indirect sales involve using “channel partners” and intermediaries to support sales. An indirect sales channel strategy may include using retail to sell through an online or offline store. Additionally, some B2B vendors also sell through “value-added resellers” to improve your access to all new customers.

If you know what your competitors are doing with their advertising strategies, you can learn from their successes and mistakes.

Listen into industry conversations to see what people are saying about your niche and your brand. Another option is to regularly speak to your customers through one-to-one meetings, questionnaires, and feedback to get a better insights into what they need.

Once you know everything, there is to know about your competitors, and your audience, you can begin to match end-user requirements for your new distribution strategy. If your end-users need much information before they can make a purchase, then you might use content marketing and SEO as channels, combined with a trained salesforce to answer their questions.